Reducing prices is the easiest of all marketing measures and can be done in seconds. But it is a terrible idea, especially in luxury. Image credit: Alyx
Luxury brands must avoid this “easy growth trap”
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing,Retail | No 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Qy9FWvKkP8nlFXBHf96pjcGwR7PQo8VH+oS1aEKGLbBecAuU0t7QChn0fUPABVI28C0hy928uoTjSTSVdoH+IfSgQPkl5aTh53aACyWN5gfHP7KBccTi1hnpCtax8MgLuCWsl1kWQmMiL8By3Ua6bFciEXR\/9V7Gp+JRkU0sTWMc2jkZ2Ps+xCdVaSxbQK08gRLxel8371IHRH0DBgkDtePzxABY+Yyw0Bc8Fuey1wT7\/nOn0LHVkFoLmdOhLB44BnqaPm792TlpHLNjfQVyTA16ksK2Lq8VXp2Bv3GY4PWIzv7To5T8MIlTFT4nl8kRSE6WDLmzwUCIMSHET5KFgqUTpv3FaeZV2j0gHajgR5DvUIFomvuBu3abU9avHKKefl1oeRp9Sb3AzH1zDp39hYijm6kaqlHKd3CCF+E5l+YmacRfxa9I2uKfmF\/WxPJo+K7Oz5DWPNtuUIObclZwe4yeCNcNMgWudQzFhsKcglKki\/gnN+CmHwW\/P64LbHI2fi4DNPc8pnm33vCFteLsQL\/w7zgvY0hk8eRoARCZIssWoj3eh0av3di2znHpOTWtXNEi18lAsSAOMEhn5C4060tMgleV7pOGiXr+zPdO3d49MY1\/5Rb5HzdcwdQTbPJm1ruXkEVb1vk4oMlx9La7GFaESb9rg3uNw80E9A69Eh6Mh2hNrZwvJGXh9n+GjvK3ol36as09DcPbndN7MfHS+57Oi6OwjkpG19XIs7hie56MAIzTRAo+HwfNnb36OPSdw4Ha4yLVnaJBEaWT+\/FlvDJ2hFLuKf+IIF5e\/bwThn7AfBoKkaPUIWv8VFl7lk+kiYxcMCemYTOKHtFGFF7x7bd3AtWOs2WSCu9tBjqbqXbYnCW8OnIH1t0FvqQHWmVEPFUtpGisYNzjjKvZ1+zd0DAR1IM1jeu5LtwR+h0V0QY1E2HYu8p7HnSNxJCT5Mvh1d4f5jolC1uSdRZg2DAvj+FFDIc3FHyVDDGLcVsPi7eQyrUvS4OTOIU0+CWuI2RhkRFdUMsHX4H5WbwipR4hQt2PbM2iO8HMawOl4kGEKhXZmUL\/ptNpWD3NtTeVIhxRNaACwIQVToWBTHA8ccyiu+RT79Do7mVo7wprA3PDohcj7\/XsuaZnmk7mL7fxClfI+aCcT6fiwIrM9jJxWul7Ud9gwjNH6UArEKRwsEFHluLXxyOqWhW1sjl20qXgEZkq3v36pbO4OHqAyIzL+xGEn9nuGbSKPKhm6g7fDzXLRjYeKXoxRrJuVpGY1+H9ZvVBD9ToxEYUo0FP\/qCqPTrVgZYHdKbFh45YqXkPKULqbgftLaTsXBPTVF+p4xBfXYY6hLuz91FLqE+PURv0xikZdZdw+sQDp4UItvbKa7dFI+UgAZlcn\/d+bCJ6w6W9wmB5K5XUFk9at4XNmQpa0Ric7967Nhxa9kVGn4NhjAW3MtwUM1feWVlMdW5YKbTNTJW5sxG4WQQ1emWSM0ZRSo3WkWUdSlED3NSDxip5\/wW4w6h8Uq8cwvZDbiXRhOf5CQxUyaapDEcLq\/7uiqLKLb04w0Jns1FlVcnP7kUKVD2SIQbGdgkqZaQBXO8gaJi4VPsz5ZobaTJ3O6KyD9Ermr1aniByiw0Wu8n069BTPqzua1G6Kva4Rhg8H0BSZbursE3AoH0V2nruDc3J4dEicR8J727MbuwERAo4s5eH0QgYPmCzJw3BtA7G3s+BEJ6OMXsbSuZGwnTISq1wFpQi3c60wMB9g0lGR0AXn24MxcCMlzKbDiGPpPCaRmpcX6gOevBZBTcv6rQ8OXY6xWneK3is7gceonVSz6BZJaOjE7UZFHk08vIg\/zYxl51ObZU\/XFcu1eJ\/2SZwlthStYpceJAoUHJyNYdtmua6YBqp\/vzGZCmvFEZnhw6ybrK1Qym3kOJ2fZtF8VLp4FqM79RSzmA3UOBfj34Pqf4YYAfqpMbnkbIDdraWm42hwlBZucs55isj7Ris4fAp0+HqWexz05ExtenRgINkfZ3SFdBZ0mQWPVCyE5idbAmQrEq1C9JUzaG6ndx10glYpARjmYcots9cwxvqVsSh76ACox4mmummnAMyZ0\/9ZBY9dFlgRFbpqdhahEQxgI7nw7Dc7pfa413EVcQTSGuUmMZkcZawoddXnge\/5j8YfleAVN+chZxzIkJyDt0+4WtK5UBsDpWIwiov8fF0xmGZMN1CczbTHPeJMFKYgjGtqIoUHh2lRvb9ShNnst1N2Z4m7BQgU+YJfCMSRXoIeFPsyRVqLjSn66QP9nHYvOaXZqGqAO5UHSkEQPWDWtg\/+mq4E4+r1UHroprkC1brrB0LJcyWVpUDjHCnpShdtizgDXAPbpuKLGfiUcjk6XZ72Qmo0XZ+9Prhq\/qM2UrS\/xXCeMO19mMKl3BCdlT1uG9soOIciuaD2pT3WYdNaT+rTN5Ellechc001xSXOrCTcJ9D2jhvEyJsNIPdB\/8XsXf98KaZqjvvNRDgscSMNeaXaLTLuZ2Tee28b8Va\/pc37Z\/PwLghlLrOr69fVXaw+i9Ase4VaVtHtp0YRcjsr6PfFjeZIi\/cavkQMtbJkTBOpFr3mBlSkuY0XrdxVCKUZkwr+V6dHU7jaKPrgY8OTmH3wUf8OxlwYEorn6VlxNVSgCHcxZcqAzZG\/p++ucrRpE0sI4JR8\/rJ6rOkQaDZPGLFrhE8xB6AMu9fw8hQlAYSfcZGDSK7\/pltfZvcpwAon++ROvulzEeZWIWqoirMNQ+rsAGPegyMUr84ZZIfoWjkZx\/qylMybT8LVpFMqdHNpZkr0yP3wcNmF8dpDAXB3KhmGG3olkg1PuWPhKvgfnTM8Dnm3nbU0both45byM+SHkq8ImQiSQrkwskmzRZ85+Fv\/xZRCpEmbKLUPKEee+jhLA2QL+eIAVmcoBFnKVVRBLKpfigT+YORd9O6QHv5kw1EAn46iS9kudqQVHieUXRpT6XZJH6pZ9B\/C9i9nHGedqgJweRyo71qCTvNdL2L3SDKAAlsS+2Ok6HUjJEP\/uKPhVCieRnr9xDYru6C4rsZb9zCnWZTdV7112H6W3XcnvQl2tbXZtmcUJYhw1kdQNHX6MNjLcCXTjJeCUMvfzD\/TqY2GUdhpho4A4qSRPGvVcyYav5jofCQGRojKZSr8vvlZZ9geDsXTRwoQ1SL5GsgALtaB2\/VRUuYSYErHjE\/21Qr1QNcuLgY9CR6cKw0htrr4rpb+zUnq+Puxx5d+bMONitZid1XpQvI42HlgiqOR7vZStwInvEvR4cv11gPAXF9y8fV2Eu67+oumDPiDBtmVDcdhmMUFpmPBM3BeGXwU9iuFYY\/9wBTqfNyWnccNElTHMYZ\/k4J2zXH69hlMMQr+6R\/shrL7alkuADmrYkieOwPcPJ9MaPw4zwyB27CV21U3TfP9ghUAqT4edlKb97H2HKw7B6tc817zS8kH4aTvqe2\/8QQfGzv1HBz0EkzZgFb+eRetV8z3no3qGe1KYYS7PIMKcMJEFWTFnPIzh2kU4weIVxR3nZitxWEJF2gTVlGRDP8DePUbKo1lHb4znWZH5xJB6PfScYu9Z4M7QGtckrx5g0wGMK6FegKbeLndE4e7u1YDNA1hwEt28aqjWZZ58QrDo3Q8azLQP\/3FM\/+TsAX2nNM38Ry7tIAGb98ZftOtgDwjB+dQdiKuDuJcvmjVZCEI8vZP3SkI4CotStZaHZogrpuKU2wPUAkqL2yEjOED3+nk\/nueMCeFBY+JWlquyEvj58DHYQ5jZ\/iTsWanawcXxMI+RhZPv73q6jAJ5Nkq1SuyAMfRP759su77geR4tPHH8MLlwDo6Z+HrUX\/irzVpCmL2FmhVbJ8Ph3vwHQm8eMyJ\/sVdbUflXYLnu9jgHd4b5+8VuFJS4zni+aDB2OwT\/sYYUBUu4n9uEw+PPjhwB9YqUYxmTS0yr3w52Yh67aR9338yLWHfoWqkgJpUsh8\/c7DZOxQPwMJKWxS9bGMpyhrSUUX80LvT3MCCuLeG+KDp3qbqZQzoGT4KKy7H3N2Vk2lxkcWqoFWK0aMQcsGDlgCdxpdyn5HT+2PenPQNF8LNfxePBY6v7Tz\/4MrYKI2SAMkVRGvql371sbDjmRVHAdbAlzf4Pz3xHU2fYybmzTTiPiWLCrQUhkjAQHAySQ4Hjopi1n4IwgxWvkIWjRb1Dlwb7VzC9E8A3y9iVCDICiHDENsF2azJnIRs\/SSsXGY50HT7Mt\/Q1zePKKmrxVt8DWCcIg5cN+lxXut1ZKcCIl5l5x8uIlKFIivNxy057HN7sd3VgMAtlpjtCQl0nlMKhTQ9viQgNazLTneysDBGTMFLPQXCX9DJR\/qRpQk8k3K\/l\/iRgYPIUsjOT519IG8iu4De8QqyMhZL5DYIPq7g8CLVAd5vIrDu7uEwGmziTSTO+cFfqNM9\/xm0ULwOPCFYJK\/55682lJpuj5zhm\/4fLIx7bH0OEdMd70xT8bZdq\/J0ZOnO5d6fQayv2NYKOahdFmKP50AoqAjtcMvZ\/JKAUoSD\/Lih1KoJk6MEdXjPZxGT4mToz9599m1jzMFLu25xDXKJOXu\/qV9aBwYuYzjhk+df0vopdN6awvM1JN1KlalPP9AXuDXWPz11igez6wgSn02wYIDLwM2pjcvvO1rT8lpLGUVg2Q7dfHn6583a5bzP+6F46xTlKrse6sKl5ov7yulrO3Oo\/tbwvnHB9wsx4ruP+2I0fviJ81+v2I7LwIbp98eW9GoP2n6uMQo9LXI7mQV8EzgNeLGnUhhdVVFTd7R9h+aIgyADjHPKoHulfjsFiVq8AJwAiRSmEZ6qXhW4aVhDD2v7nJjCU47SOdwGoaRZ0bLrHCohhK0lNBRu3SH7RNscL+h8D3YVdI82rFXclyLXPBqOVn33GzzxI8C1sqbaitX6yjsMIojJyzN8urhKxiuZqBxSSCds6bkjzsTOCHq0mBU1fKxEtWajOIEFTU4FlumHYJn0j0iwWOK9h\/qJAUjsMTmxn9gsl0zjcxJVftHC8s49UqWM8jPmOfROOVhnLQzpG9JVYdsHrK1FAFRfSjNxWEepDrlfaHc0ow5KR8sk+Z7ZGTdnZh5T9JtUXOodENBeXdxxfjaw6zEy7TPJWmMsvfjVCJeRXO6jgkxvm2ZXQ486dOHSXHqa2sT83ZfDZwLdWDz4JG6\/3lbIBp\/WcKzZE15GepYbiE6FqApGO9QkcwzlIwjP5Km8unA9rWXuXWT2TD3IgZN\/QpTBdHUzqrFxi\/byb3y4FbHArXxQSK+A3SqeRVHdTaFQVUL5rwGFflCp0FVPbWFsA7A59U0l1EQ05FdDpIkIllJwIoH3P2XdUmtuMHRN42sLupEJlBG1PWEW7jocm1BdYU2kW2CUNwKBTAMcqzIGB52syVjhhFTib7Ezh+CUdBedG7PgThVpPHshiBVplrm3H7MFGGPCvzqiuiXypMFdCeTe21nlkivSIUsBY8j7SaZaEhOchA9l4BREibBLXwcW4MBoHmoirKRr1bjIP0YtlEZf8JZNZTs3n0zpbOsObdkPGkCPdF+f9pqrV5ZwrPuiz\/R\/WughNIwhxYStuWj2GOQEXtZSv9izbuL0Pp33JLg91Qk7mmnQOfBlcB6iN1k5oApQImnQ1lnHxe8Vcn5EU2A5C\/emzZfJDdcvQwIsrgjVPn9CmNDmkSiZCNit1\/nIZQEOjLn+XrOJwDpH9c7BHqguWU5uUEnZBBXqESt4KZkpdZt2vuYGLKboLjO5BzR2G6GKEKObzMejKJ1WSyCQ9bc2YnWKXFVbrFlagOYiJl7w0bIrlOMlhHudIFHU4z7Eyq8Q+v0r3eywTBUfBYoCJ9ays0l1l+NCwzgq5YK\/EeK7YXvlgSqwpdLmoFKQUl9mWE8ldK45Rt\/9NNh9Pbo5zn\/mq6RhFYx6gEzfosL7O\/BxlAmay1T\/oZMHpfE6g==","iv":"968893a79ee4408e9fccdfa61179e315","s":"ded625d13225e8ae"}